PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR

SEOs are from Venus and PRsare from Mars - will theplanets ever collide? A presentation for SAScon 17th May 2012

FIRSTLY, LET’SGET OVER THEBASICS...

INDUSTRY ANALYSTSHAVE BEEN SAYINGFOR YEARS THAT PRAND SEO WILL CONVERGE...

PR WHY IS SEO AND PRPR CONVERGING? PRPR PR CAN INFLUENCE ALL PR PR THESE SEARCH ENGINE RANKING FACTORS...

WHY IS SEO AND PRCONVERGING? TAKEA LOOK AT THE LINK EQUITY OF THESEBIG ONLINE BRANDS

SOME OF THE HIGHEST VALUE LINKS TO EXPEDIA AND MONEYSUPERMARKET ARE ALL PR LINKS SEE BELOW

SO PR IS GOOD FORBUILDING LINKSFROM AUTHORITYDOMAINS... AN SEO DREAM

SO WHY HAVEN’TSEO AND PR JUMPEDINTO BED ALREADY...

CREATIVE OPINIONATED EGOTISTICALIS IT OUR PRs EXTROVERTPERSONALiTIES?OR DO OPPOSITES ANALYTICALATTRACT? SEOs TECHNICAL PRACTICAL COMMERCIAL

IN MY OPINION, THEREARE TWO DIFFERENCESBETWEEN PRs and seos: is gro unded the seo y and skill in tang ibilit gap s surea bility. mea pr le ss so.

although intangible, ‘pr outcomes’, suchas brand building and reputation, have ahigh perceived value with shareholdersand boards of directors

for prs, brand andreputation is big business billion the size of the uk pr industry

however, inbound links sadly meannothing to many prs. most don’t evenreport the links that they generate they lack the skills / knowledge to do this

FOR MANY SEOs, measuringreputation and brandis outside their webanalytics’ comfort zone but measuring brand and reputation can be done. it is just expensive

SO how can seosand prs get it on13 actionable insights

Actionable insight1. prs: if you don’t understand search yet then start learning now. innovate or die (if you really are a beginner see appendix 1 for suggested links and further reading)

Actionable insight2. seos: forget pr tactics and start by talking the language of ‘outcomes’ for brand, reputation, profile and measurement (tactics will follow) (see appendix 2 for some useful links)

Actionable insight3. a new set of metrics needs to be created for seos and prs to really integrate - track search metrics, opinions, brand, reputation metrics and the impact of these on shareholder value

Actionable insight4. at the very least, learn to measure the basics SEOs need to measure End user opinions and sen-ment  PRs need to measure Branded search traﬃc  and the impact on brand and  reputa-on  Real world metrics, e.g. foo<all  Domain authority  Key messaging  In bound links / link equity  Share of voice  Search results / conversions  Referral traﬃc  SERPs 

Actionable insight5. as well as focusing on measurement, prs and seos need to get more aware of each other’s tactics

Actionable insight6. seos need to think less about press releases and think more broadly about a range of tactics that can generate links

Actionable insight7. be news-worthy (link-worthy) create news-worthy content which has: - proximity - timeliness - human interest / novelty - conflict - eminence and prominence - consequence and impact - visuals (press photos, video footage)

Actionable insight8. seos: understand appropriate messaging and use of controversy Good Bad

Actionable insight9. it is not just press releases that generate links Consumer media Trade / B2B News and features  Thought leadership  Stunts  Guest posts  Features  Research  Product reviews  Content marke>ng  Compe>>ons  News and features  Advertorials  Market reports  Research 

Actionable insight10. provide a reason to link back to the website. link to further information / source of research in your release train your spokesperson to mention the resource and link in interviews

Actionable insight11. as well as using anchor text, write the url out in full journalists often don’t cut and paste anchor text so the link is lost

Actionable insight12. Less can be more. Don’t write 20 blog posts, instead spend the same amount of time turning this original content into one definitive industry report (link bait) Then PR the content. (You can turn it into 20 blog posts later)

Actionable insight13. PRs: don’t just be ‘white hat’. Manual link building works! A website which is visible to search brings traffic, aids social sharing and discovery by journalists

CONCLUSION Let’s broaden our skills, the strategies that we deploy and what we measure

ABOUT THE AUTHOR James Crawford is the Managing Director of PR Agency One and has a keen interest in the space where SEO and PR meet. For more information about James and his business visit www.pragencyone.co.uk Call him on 07793 441 6986 Twitter: @jamescrawford

thank you

appendix 1 PR beginners guide to SEO How to create compelling content that ranks in search engines Link building lessons for PR SEGMENT SOCIAL MEDIA TRAFFIC USING GOOGLE ANALYTICS

appendix 2 Some good PR basics are in here (a bit basic in parts) Link building lessons from PR COI’s guide to PR measurement AMEC guide to PR evaluation (A bit academic) Why reputation matters How to measure reputation

http://www.maynem.co.uk	250
http://www.pragencyone.co.uk	210
http://avantemedia.posterous.com	184
http://amazepr.posterous.com	20
https://twitter.com	18
http://www.redditmedia.com	13
http://flavors.me	7
http://www.linkedin.com	3
http://us-w1.rockmelt.com	2
https://si0.twimg.com	2
http://avantemedia1.blogspot.co.uk	2
http://avantemedia1.blogspot.com	1

PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR

by James on May 16, 2012

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PR and SEO Tips from SAScon | Online PR | | SEO PR | Digital PR Presentation Transcript